Tailgating Promotion Tackles Hard to Reach College Football Audience on Three Major University Campuses
October 13, 2011 – College football fans have been a prime target for snack foods for years, with more than 172 million fans watching games throughout the season. With that in mind, Campus Solutions, Inc. (http://campussolutionsinc.com) announced today a unique promotion for Spikes Salsa targeting three major northeast college campuses just in time for the fall football season. Starting Sept. 24 and going through Nov. 26, Campus Solutions will stage seven sports marketing promotional events on college campuses during home football games, bringing samples of two of Spike’s most popular flavors – Medium and Black Bean and Corn– to game day tail-gating crowds.
“There is no more elusive demographic than the young male and sports audience, and yet they represent a huge part of the snack food business,” said Bryan Carbone, President, Campus Solutions. “What better way to reach these consumers than college football season? We’ve created a unique marketing campaign that will reach a huge audience during football games at three major universities, and give Spike’s Salsa a terrific concentration of new customers. We’re confident this strategy will not only raise brand awareness but help engender brand loyalty.”
“We’re thrilled to be launching this promotion with Campus Solutions,” said Jocelyn Paal, Marketing Manager for LiDestri Foods. “Exposing our brand to the college audience is a great way to reach new audiences, and win their loyalty for years to come.”
Throughout the fall, Campus Solutions will dispatch “brand ambassadors” for Spike’s Salsa across all three campuses, where they will distribute 1,500 16 oz. samples, coupons and promotional items to game day tail-gating crowds at stadiums. In addition, they will distribute cards offering free downloads of the Ponderosa song “Old Gin Road.”
College students are the most prized demographic with marketers today. They are estimated to spend more than $21.5 billion on food and beverage in one year alone, as well as $21 billion on electronics and cell phones; $10.5 billion on entertainment; $6.5 billion on footwear and apparel; and $6 billion on health and beauty. Also, 93 percent of this audience has credit cards, and 97 percent of them make their purchases off campus. Additionally, this year’s student body is said to be the most wired ever, spending an average of 11 hours a day engaged with media via cell phones, laptops, Blackberrys and iPods.
Campus Solutions’s is currently working on several major campaigns with Fortune 500 companies to introduce new products to the 2011-2012 college audience, and will announce several new partnerships in the coming months.